Guerilla Marketing als Chance für kleine und mittelständische Unternehmen (KMU)

Study paper from 2012 in the field of Business Administration - Marketing, Corporate Communication, CRM, Market Research, Social Media, Grade: 2.0, Hanseatic Administrative and Economic Academy VWA non-profit GmbH, Study Center Hamburg, Event: Final thesis for the Marketing and Sales Economist (VWA), Language: German. Abstract: The aim of this paper is to present the fundamental principles of guerrilla marketing and to illustrate them with practical examples, as well as to provide a critical assessment of their effectiveness, particularly concerning small and medium-sized enterprises. First, it seems appropriate to prepare a brief factual discussion basis and to define the term guerrilla marketing in detail, addressing its historical development. In this context, the associated issues will also be discussed.